Ian Lurie

"Good SEO is good GEO." - Danny Sullivan, Google The evolution of SEO is a popular topic today. This presentation by Google's Danny Sullivan does an excellent job of explaining the current state of SEO and GEO. He argues that many of the same principles still apply. Interestingly, Google's AI mode leads to more searches. Some websites are seeing fewer clicks because the answer is on the Google results page. But if someone just wants a quick answer, they don't need to visit a webpage. The opportunity for the website publisher is to create a compelling, differentiating experience for the user that makes the website more valuable. Technological change is inevitable, but content strategy is a choice. https://lnkd.in/e6zaEGpr

12

🚨 Google's new AI-driven search isn’t just a headline: it’s changing the rules of SEO *right now*. Traditional keyword rankings? Old news. Today, Google’s AI generates answers and cites sources instead of showing the typical top 10 links, and that means your content strategy needs a MAJOR upgrade. Why does this matter for your business? 👉 The AI summarizes answers from across the web: if your site isn’t cited, you’re invisible. 👉 Click-through rates from #1 positions dropped by 30-60% virtually overnight. 👉 Authority, expertise & in-depth content are MORE IMPORTANT than ever. It’s time to future-proof your site. Want to stay ahead? Get a FREE consult with our SEO experts to boost your visibility in the new AI search era! Let’s grow your online presence together! 🚀 #SEO #GoogleAI #DigitalMarketing #GrowthHacking #BusinessGrowth #MarketingTips #SEOStrategy #SmallBusiness #DigitalTrafficFactory

1

1 Comment

Quick update on the indexing situation. Seems like everything is working as intended after Google reviewed some of the examples. From John Mueller: "Based on these (examples), I don't see a technical issue on our (or on any of the sites) side. Our systems make adjustments in what's crawled & indexed regularly. That's normal and expected." He also said, "Our crawl budget docs talk about crawl capacity & crawl demand, they also play a role in indexing." https://lnkd.in/ebV2QcwS #google #seo

14

1 Comment

AI Mode in Google Search is rolling out in the US today. This is a huge shift for search as it will provide a direct response to user queries and allow for chat-like follow-up conversations to occur. Some implications from this feel fairly obvious -- organic traffic will decline for most sites assuming this new feature gets widespread adoption. The question of how publishers are expected to make money if they don't get the same level of traffic definitely remains unanswered. What I keep getting stuck on is if publishers go under, what will AI train on in the future? If partnerships start to emerge between large publishers and companies like OpenAI and Google, we're going to lose smaller, niche publishers. And I'm not sure I want an internet that only consists of content from a handful of parent companies like Conde Nast. What a depressing thought. So I really hope companies like Google are looking further down the road at implications for publishing. I'm not convinced they are though. I am not someone who thinks this is the end of the road for SEO. The fight to get into the results is only going to get more competitive. There will always be opportunity to help sites optimize and grow. But, there are definitely going to be fewer sites to help in the future, and that feels like a shame. What makes the internet great is the diversity of voices out there. Wired did a good writeup on this and some of the accuracy concerns they have with the results in AI Mode and their generative AI experiences in general. It's worth checking out. It's posted in the comments below. ⬇️

153

39 Comments

If you’re looking to become a more complete marketing professional, up-skill or even are thinking of a career shift into marketing then Boom Marketing could be for you. Head over to https://boom.qosmos.ai and use “boom20” for an extra special 20% off! Learn everything you need to get real campaigns running and how to manage all the key channels as well as understand all that lovely data!! Run at your own pace following all the lessons and build your own knowledge and understanding, all for incredible value.

2

I’ve been thinking about why so many programmatic campaigns underperform and it often comes down to trade-offs that just aren’t talked about enough. - Want higher quality inventory? You'll pay higher CPMs. - Want massive scale? You'll likely compromise on quality in places. - Want rock-bottom costs? Forget premium placements. Most tools in our industry pretend these trade-offs don't exist. But just because the brief is to maintain quality AND reduce costs AND increase reach - doesn’t mean that’s how it actually works.. The best media strategies aren't about avoiding all trade-offs - they're more about making conscious ones that align with the overall campaign objectives. For example: - A luxury brand might happily trade scale for quality - A performance marketer might accept higher risk for better cost efficiency - A brand awareness campaign might prioritise reach over in-depth engagement The problem isn't that these trade-offs exist (because they always will!). The issue is actually how often we make them blindly, without any real data to help understand what we're actually trading off. That's why transparency in inventory intelligence matters. When you can see the quality, risk and opportunity signals of your inventory, then you can make more deliberate choices rather than hoping for the best.

34

5 Comments

In 2026, ABO is no longer the best way to test creatives. I didn’t want to believe it either. But after testing CBO since September across five different accounts, the data was very clear. CBO was ~27% more efficient on average. Here’s the CBO testing structure I’m running now: - Exclude all existing customers (Klaviyo + Pixel) - 100% Broad targeting - Set a minimum spend per ad set to force learning - Use Flexible Ads when I’m testing very similar creative variations What happens next is key 👇 Winners move into CBO Scaling Top performers also get pushed into Whitelisting & Partnership campaigns That said… I still see ABO outperform CBO in some accounts, especially smaller ones. So make sure to test both and see what works best for your account.

26

13 Comments